Table of Contents

Chapter 1. Introduction: Why Advertising Matters Chapter 2. When Ads Got Smart (interview: George Lois of Doyle Dane Bernbach, creator of the Volkswagen ads of the 1960s) Chapter 3. A New "Visual Language" Emerges (interview: Nizan Guanaes of Brazil) Chapter 4. The Cinematic New Wave of Commercials (interview: Indian/European commercial director Tarsem) Chapter 5. Nike and the Postmodern Ad Revolution (interview: Jim Riswold, creative director at Wieden & Kennedy, which created the "Just Do It" campaign) Chapter 6. The Rise of "Oddvertising" (interview: London's John Hegarty, creator of Levi's campaigns) Chapter 7. Pushing the Limits (interview: Oliviero Toscani, creator of Benetton campaigns) Chapter 8. The Faces of Advertising (interview: Jerry Seinfeld) Chapter 9. Advertising as an Agent of Social Change (interview: Doria Steedman, Partnership for a Drug-Free America) Chapter 10. The New Commandments (interview: Anita Santiago, founder and creative director of one of the first Hispanic ad agencies in the U.S.) Chapter 11. Dreams of Cream: Deconstructing Three Modern Classics - "Got Milk" of America; Parmalat milk of Brazil; and Boddington's "Cream" beer of the U.K. (interview: Jeff Goodby, "Got Milk" creator) Chapter 12. The New Global Hot Spots (interview: Kitty Lun, one of the top ad creators in Asia) Chapter 13. Guerrilla Advertising: Taking it to the Streets (interview: underground figure "Jack Napier" of The Billboard Liberation Front) Chapter 14. The Next Wave (interview: Esther Dyson, author of influential books and newsletters on technology) Endmatter Biographies Chronology Bibliography Index

About the Author

Warren Berger is a journalist who is particularly known for his writing on advertising. He has written extensively about the subject for industry publications like Advertising Age, Adweek, Graphis, and Communication Arts, and for the mainstream press, including The New York Times, The Los Angeles Times, GQ, and Wired, where he is currently a contributing editor. Berger is also the founding editor of One, a quarterly, New York-based publication that spotlights and reviews the best of contemporary advertisements; it is produced in conjunction with The One Show, an annual awards program. Author's Residence: Mt. Kisco, New York